Since September this year, The Royals has reimagined racing for the Melbourne Racing Club (the account the agency won in May), created Deakin University’s first brand campaign, rebranded White Pages and get real for Real Wholesome Blend, Lion Dairy & Drinks new premium fruit juice range.
In the last six months, the agency has won City of Melbourne, Melbourne Racing Club, Sara Lee, Spotless, Snack Brands Australia, Lion and Film Victoria.
Now The Royals has also become the agency of record for Sydney’s two history-rich retail destinations, Queen Victoria Building and The Strand Arcade, after a competitive pitch.
The Royals’ first campaigns for both QVB and The Strand Arcade will launch in January, targeting inner-city Sydneysiders. It will promote the centres as world-class shopping destinations in the heart of the Sydney CBD, each providing a unique and luxury experience.
Taryn McGurk, group marketing manager at Ipoh – the specialist retail property, investment and management company that owns the QVB and The Strand Arcade, commented, “We’re delighted to announce the appointment of The Royals to the QVB and Strand Arcade creative accounts after a rigorous tender process. We look forward to working closely with the them to push the boundaries of ideas and encourage our shoppers to discover the distinctive retail experience we have to offer, combined with the heritage and unique architectural values of the buildings themselves.”
The Royals managing partner, Dan Beaumont, added, “We are in the business of collecting great brands and clients to work with creatively, so we’re really happy to be chosen by the team at Ipoh to work on The QVB and The Strand Arcade. At a time when we can shop anywhere, anytime, the appeal of an immersive retail experience cannot be underestimated. We’ve got some great ideas for both centres so can’t wait to get started.”
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